Budweiser Dominates Super Bowl Ad Impact Studies

The brewer’s sentimental commercials seemed to trounce everyone else in the post-broadcast ad-rating competitions almost as much as the Seattle Seahawks did in its showdown with the Denver Broncos. Budweiser’s “Puppy Love” spot, depicting a bond between a Clydesdale horse and a puppy, won USA Today‘s Super Bowl Ad Meter. It was the most-watched ad among TiVo users (the ranking includes replays among its DVR subscribers up to midnight PT). And the commercial contributed to Budweiser’s overwhelming lead in social media chatter according to ListenFirst’s Super Bowl Digital Index. It gave Bud an index score of 99.7 vs second-place Coca-Cola’s 78.4 in an analysis of activity on Facebook, Twitter, Instagram, and YouTube. Most of this year’s top-ranked spots were family friendly, a contrast to recent years when many advertisers tried to shock audiences with storylines that featured sex and flatulence. Other high rankers included Doritos’ “Cowboy Kid” (No. 2 for USAT, and No. 3 for TiVo), Doritos’ “Time Machine” (No. 4 for USAT, No. 5 for TiVo), Bud’s “Hero’s Welcome” (No. 3 at USAT), and RadioShack’s “The Phone Call” (No. 5 at USAT, No. 6 for TiVo). TiVo SVP Tara Maitra tells me that she was struck by the popularity of nostalgia, and by how many people stuck around to watch ads including “Puppy Love” that ran in the fourth quarter — when the game was already a blowout. It tells her that the Super Bowl has become “a live TV event, and people are watching it for different elements, not just the game itself.”

The DVR company says that Jerry Seinfeld’s “Comedians In Cars Getting Coffee” routine that aired during halftime would have been the most-watched commercial for DVR users, if it was a true paid ad. The most re-watched moment of the game was the bad snap at the beginning. But this was the fourth year in which more viewers watched (and re-watched) the halftime show, with the numbers peaking at the moment when Bruno Mars began to sing after his drum solo. The Super Bowl had 20 60-second spots, up from 14 in 2013, and Fox aired 28 promos vs 48 from CBS last year.

5 Comments

BarbWire • on Feb 3, 2014 10:19 am

Always love the Budweiser commercials. Their beer, not so much. Have to say that the Radio Shack one “The 80’s called” was a winner. Loved the idea and it made me laugh. I’ve watched it a few times now to try and identify everyone that was in it. Fun one.

Cambo • on Feb 3, 2014 10:19 am

Best. Commercial. Ever. #bestbuds

jacobTN • on Feb 3, 2014 10:19 am

seems like a lot of people are just tired of raunch.

it’s almost always lazy and tired concepts that use shock or sex in place of imaginative writing and creativity.